Coffee, sunshine and medicine: Using patient-friendly design

I was waiting for a meeting with Prof. Gabriella Pravettoni, Dr. Alessandra Gorini and other leading health psychologists at the Istituto Europeo di Oncologia, Milan. The two essentials in such a case are - coffee and the loo. 

So down I went to the open, brightly-lit cafeteria, with its chairs in blue and orange. Located in a leading oncological hospital, it is nonetheless a pleasant place to spend some time and enjoy a great cup of coffee (capuccino, duh) for 1 Euro and 20 cents. That is, under $1.50.   Having spent the previous weekend with my mother at a grim-looking ER, and having gotten coffee for twice as much money, this was something I could appreciate. 

The bathroom doors were painted a bright yellow, which cheered the place up, bringing the sunshine into the corridors, at a minimal cost and effort. All it took was some thought about the aesthetical and emotional experience of the patients and caretakers. And how rare is that. 

A recent interview Economic Times with Dr. RAjeev Boudhankar, VP of Kohinoor Hospital, India, indicates that such emphasis on design does not go unappreciated. Dr. Boudhanker claims that patients prefer better designed hospitals, even when speaking of cancer hospitals. Indeed, he claims that it isn't affordability, talented hospital staff, or even a better business model that will draw patients in. It's the design and the emotional and practical benefits it yields. According to him, it's better design that differentiates an outstanding cancer hospital from others.

To me, this is not surprising. Time and time again, when dealing with prescriber choices, I see how these are swayed by elements that are not purely medical. Needless to say, patients are similarly responsive to friendly (or non-friendly) design. Once again we see how the psychological aspects of care cannot be an after-thought, but rather need to play center-stage, alongside the medical ones.